This case study explored how Independent Hardware Gorup (IHG) used Cybercast digital signage platform to deliver a unique customer user experience for their Mitre 10 hardware stores and enhance their brand image
Founded in 1959, Mitre 10 is a major force in the Australian home improvement and hardware sector. It includes Australia’s largest independent wholesaler of home improvement and hardware products, as well as a local retail network featuring over 300 Mitre 10 and True Value Hardware stores.
To launch the new ‘Home Connect’ IoT product range in Mitre 10 stores, which marks a shift from traditional hardware supplies, a comprehensive digital solution is necessary to inform and educate both customers and in-store staff while enhancing the store’s digital image.
The solution needs to take into consideration their customer’s shopping behaviour, which was previously formulated internally by Mitre 10. With the catalogue range including over 100 products by 7 different suppliers, they needed an efficient and effective way to consistently update the product information displayed.
The solution needs to take into consideration their customer’s shopping behaviour, which was previously formulated internally by Mitre 10. With the catalogue range including over 100 products by 7 different suppliers, they needed an efficient and effective way to consistently update the product information displayed.
Cybercast Provided Mitre 10 With a tailored software solution to suit to their exact needs. With Cybercast’s easy-to-use CMS software and a customised integration with Mitre 10’s existing product portal, all content can be easily controlled, scheduled and published from the head office.
The digital touch screen kiosks were integrated into Mitre 10 stores, wrapped and housed in custom-built timber cabinets that match the store’s décor, providing a seamless and aesthetically pleasing fit with the overall environment. These kiosks are designed to engage both customers and staff, offering an interactive interface that enhances the shopping experience.
Cybercast designed and developed tailored software and applications, with the capacity for integration with Mitre 10’s intrant portal. Accompanied by a backend CMS, Mitre 10 is able to manage the content efficiently. The app’s UX design leverages Mitre 10’s existing understanding of their customers’ shopping behaviour; typically revolving around areas of the home, such as the Garden, Garage, or Kitchen, rather than specific products. Additionally, the in-built app includes data capture features to track customer activity and further enhance their existing database.
A LED video wall was also deployed to further promotional reinforcement. The rich and vivid multimedia content broadcasted maximises the impact of the content and captures the attention of those around.
These walls complimented the kiosk solution as it compelled customers to interact with the kiosk’s ‘Connected Homes’ application to learn more about the products, driving customer engagement.
Promotional contents were published onto the Cybercast screens as an effective advertising channel, encouraging customer interactions and their further engagement with the touchscreen kiosks. Customers and staff can easily access and understand information through the kiosks, simultaneously improving Mitre 10’s database through the in-built activity tracking app. Intelligence derived from the activity tracking technology drove marketing initiatives and product sourcing, reducing the number of products they purchase and hold.
